Look Deep
You should not have assumptions. If it is a matter of solving problems for a group of people with specific and distinguishable characteristics, concentrate on it and try to empathize, always in line with the needs and values of that group. The objective is to find quick solutions and apply them in the moment.
Seek Feedback
If you already have a preliminary idea of the venture, don't be afraid to share it. The feedback leads to refining and improving the proposal.
Test, Test, Test
It is important to go out to the market with the prototype of the project and test it among the target audience. Persist, interact, collect and incorporate the feedback you receive to ensure that the venture really has a value proposition for the client. Only then will they pay for it.